Maison Margiela have released the first digital instalment of their A/W 20 Artisanal co-ed collection in a still image released on Instagram and a longer teaser video on YouTube. Showcased as moving imagery over four ascending stages, the next chapters in the house's digital experience, created with SHOWstudio, will be released Saturday 11 July 2020, 15:00 CET; Wednesday 15 July, 18:00 CET; concluding in a final revelation next Thursday, 16 July 2020 at 18:00 CET. Given the constraints put on the naturally intimate world of couture by coronavirus, the choice of a digital project is a natural move for creative director John Galliano, who is known for his imaginative concepts.
In the first look at the project, house muse Leon Dame wears a hat artfully tipped over one eye and slinks along a catwalk, while the high-colour inverse palette recalls the bold colours of the Reality Inverse project that SHOWstudio created with Margiela in 2019.
Last season's Margiela Artisanal collection was presented against a magenta background and explored themes of sustainability, history, memory and time.
Stay tuned on SHOWstudio for the next instalments in Maison Margiela's A/W 20 Artisanal story.